An Artfully Designed SEO Strategy, for Maximum ROI
Scandinavian company Feathr was founded on a desire to work with people who share a passion for art, big ideas, craft and design and originality. With an extensive portfolio of luxury wallpaper designs to promote, and a global audience to promote it to, Feathr’s founders were keen to harness the potential of SEO to grow their online audience.
Focusing primarily on enhancing Feathr’s visibility across UK and USA audiences, our efforts got underway by applying our signature SearchRank360TM process.
With dozens of collections and hundreds of wallpaper designs, it was clear we were dealing with a significantly sized product offering. So we took time to understand which of the wallpaper collections were most lucrative for the client’s business. This allowed us to shape our tailored SEO strategy around the clear objective of achieving the best possible return on investment.
Our work began by ensuring our SEO strategy would be equipped with a robust platform to support it. A user experience and background technical review of the existing website made sure we were ready to start things rolling.
Painting a Picture of Success Courtesy of a Carefully Blended Campaign
Successful online visibility comes through top Google rankings. And the greater the visibility, the more likely it is for leads and sales to grow.
The crux of our strategy was formed around an off-page SEO campaign. This involved an in-depth link building programme, focused on raising the profile of the key wallpaper category pages. This would encourage Google to promote those ‘money’ pages to the top of the search index.
In support of our backlink creation efforts, we worked hard to optimise the site courtesy of a variety of on-page SEO tactics and technical SEO. It was all about making sure everything was spot-on behind the scenes to keep Google happy.
Another crucial facet of the campaign was content creation. In the home and lifestyle sector, there are thousands of people searching online every day for inspiration and advice on ways to improve their living spaces. This makes sharing informative, motivating and visually stimulating content doubly important.
So every month we produced fresh articles and guides covering a range of trending topics, all relevant to the wallpaper styles Feathr was prioritising for promotion.
We also worked hard to make sure the internal linking profile of the site worked hand-in-hand with the new content we were creating. This worked to accentuate those key ranges outlined for growth.
The blended strategy proved to be a success, with Feathr soon benefiting from more than 120 Google Page One rankings, with 31 of those within the top three results.
Making an Art Form out of Improved Keyword Positions
Lifestyle businesses often have large numbers of keywords to target. Especially when they sell extensive wallpaper ranges like Feathr.
But our targeted inbound and internal link building efforts proved successful. Combined with regular content creation against our carefully planned strategy, our endeavours led to a very healthy 2,500+ positive keyword position changes across both the UK and USA Google Search Engine Results Pages. This included the keywords identified as the most important to the growth of the business.
Organic Traffic Gets a Decent Boost
With an 11% increase in organic traffic in the first six months of the campaign alone, Feathr was able to reach a much wider audience with its products.
Regular communication with the client ensured we kept our efforts firmly focused on the wallpaper collections that made most business sense to Feathr, so that they could enjoy a healthy return on their investment.